Mobile ads with four words or less receive 28 per cent more clicks

Mobile ads that include an image of a person see 20 per cent more clicks than ads without a person, research from Jumptap has found.

Jumptap worked with Dynamic Logic and Celtra to analyse thousands of mobile ad campaigns to gain insight into which variables drive ad engagement.

The research found that mobile ads with four words or less receive, on average, 28 per cent more clicks; while ads with three colours or less receive nine per cent more clicks than those with three or more colours.

In the entertainment industry, mobile ads that have a call-to-action garner a click through rate (CTR) that is eight per cent above average, while ads without a call-to-action in the same sector garnered a CTR 24 per cent below average.

Get the magazine app

The Drum app brings you some of the world's best marketing and media news, analysis and creative insights. Already the UK and Europe's number one marketing platform, we are also now covering the USA and Asia.

Delivered every fortnight, The Drum Magazine distils the babble of marketing industry commentary and news into a single intelligible and intelligent package. And because of its size, it has the space to showcase creative at its best.